Marketing made simple
Direct Mailing
Success in direct mailing is a balance between the choice of message and the choice of recipient. Your message will need to be clear and focussed. A good database of contacts (mailing list) is essential to help spread your message.
Looking at your message
Grab Attention, generate Interest, create Desire, provoke Action (AIDA).
Your product must be priced for your target audience.
Be creative and credible in presentation.
Triple check all the information for accuracy.
Proof read your publicity.
Provide a clear and easy response mechanism.
Building a mailing list
You may need to register your list to comply with data protection legislation. Contact the Information Commissioner for further details.
Start with active patrons.
Target the people who you think are most likely to be interested. These might include past customers, area residents, arts officers or individuals and organisations with similar interests.
Monitor the response.
Add to the information about the people on your mailing list e.g. tickets bought, events attended or works purchased.
Review the contacts on your list regularly to make sure it stays up to date.
Posters and leaflets
Non directed marketing should be used from time to time to help attract an audience outside a focussed mailing list. The rules for direct mailing messages apply to flyers and posters as well. However other factors may also need to be considered when designing and distributing posters and leaflets. These can include:
The timing of poster distribution and display will depend on the type of event, the need to book and the targeted audience
Posters should be legible from the top of a bus.
Avoid fly posting , as you could be prosecuted.
Make sure the paper that the your leaflets are printed on is heavy enough to avoid them flopping over.
Consider the size and shape of leaflets in relation to leaflet racks.
The layout and design of leaflets may be affected by the fact that only the top section is visible in a rack.
